General Environment: What are their CSR, and how does it help their organization?
Industry Environment: What are their CSR, and how does it help their organization?
Goal: White Space
Own a cause that could work both as a brand promotion and generate new market share
Americans consume annually 8.6 billion gallons of bottled water Decrease spending on bottled water. Increase spending on water bottles.
Klean Kanteen updates posted on Facebook:
Alignment of fans’ values and core values from mission statement:
Strategy: Gain Trust, Become Leader 27% Environmental issues 26% Tips (healthy living & environment) 21% Company announcements 13% Call to action (environmental) 7% General 66% updates relate to environment with great fans comments Honest Quality Caring Become leader and authority of company’s core value first, and then gain both quality and quantity of fans on Facebook
Strategy: Leverage Fan Power
Provide fans with easy and meaningful causes that everyone could participate and see goals and achievements
Bring awareness to wasteful/harmful government spending
Combine serious news-headline with campaign style ad
Strength: Harness fan’s hot button issues (economy, budget, waste, environment)
Weaken: Too self rightous
Opportunity: Flexibility to expand into schools, NGOs, and corporations
Threat: Donation/volunteer fatigue
Establish a go-to place to stop buying bottled water
Provide support with information, tools, and programs
Strength: Show goals & progress
Weaken: Too weak of a link back to Klean Kanteen brand
Opportunity: Partnerships with other NGOs
Threat: Backlash from bottled water industy
Concept 1: Event Based
Limited edition back to school
Weekly contest find budget cut
Coupon to honor cities that
ban bottled water
Concept 2: Polling Fans
Ask how to spend donation
Choose additional tools for
No Bottled Water Zone
Newsfeed Concept 1: Event Based
Concept 1.1 Limited edition back to school
Announce an award for free Klean Kanteen product with engraved name of schools and their clubs that have banned bottled water and then have limited edition available for online sale.
Concept 1.2 Weekly contest find budget cut
Promote weekly contest for a free specially designed Klean Kanteen to fans who could provided information on government entities that have budget cuts and still spend money on bottled water (crowdsourcing for No Botteled Water Zone’s next ads and campaign).
Concept 1.3 Coupon to honor cities that ban bottled water
Announce 10% off coupon on Klean Kanteen’s online purchase for the first week after a city that bans bottled water. Only for the Facebook fans of that specific city.
Newsfeed Concept 2: Polling Fans
Concept 2.1 Ask how to spend donation
Poll Facebook fans on how to spend Klean Kanteen’s current donation program: A) Keep donating to the same cause B) Divert donation to No Bottled Water Zone to print professionally free stickers, postcards, and other support materials C) Others (input ideas)
Concept 2.2 Choose additional tools for No Bottled Water Zone
Poll Facebook fans to choose additional tools: A) Widget map that shows all cities that have banned bottle water B) Apple app that shows location of water fountain C) Others (input ideas)